Given the multiple ‘moving parts’ within this research and the need to build from a baseline understanding to ensure appropriate respondent absorption, the research process was designed in a strategic manner in order to not only gain understanding, but also to develop contacts and build relationships. Research did not partner with local institutions in the attempt to avoid potential contamination, however it is recognized that this approach potentially added difficulty in actually finding respondents and perhaps, in finding the ‘right’ respondents across a range of business types, outlooks and performances. While primarily based in Addis Ababa or Kigali, during data collection phases outside of the capital cities, this researcher stayed in research location areas, often for several weeks at a time. As research specifically looked to uncover certain elements about entrepreneurs, purposive
sampling was used to select key individuals based on distinct factors (Berg, 2004). While
some respondents, such as Exporters were more easily identifiable and contactable, others such as rural Smallholder Producers required greater efforts to uncover. Snowball sampling was also used to find target respondents based on others’ recommendations or suggestions (Berg, 2004). Usage of the snowball sampling technique did not account for the potential of local power dynamics, which facilitated men being more commonly presented as respondents. The ensuing lack of gender parity is recognized as a limitation to this study.
3.3.4.1 Research Pilot (April – May, 2014)
A pilot research trip was taken to Rwanda during the peak of the coffee harvesting and processing season in order to observe the natural phase of work and business process, with the goal of facilitating an improved understanding of the operational aspects of the coffee production, supply and marketing systems as well as the contextual environment of entrepreneurs within the country. This visit was largely focused on defining some of the logistical and operational frameworks that heavily defined the overall research. While contacts of coffee actors or locations of coffee businesses were initially sought from local government agencies during the first weeks of the pilot phase, updated, accurate lists were not available. As such, a Rwandan Research Assistant was hired to facilitate community entry and provide translation and this researcher hired a car and drove throughout coffee
production zones across the country in search of Producers, Processors, Exporters as well as other industry actors.
Given the peak coffee season, it was anticipated that the majority of actors across the coffee spectrum would be active and easier to find, however, given the frantic nature of the industry during this time, lengthy discussions or interviews were not expected, nor received. Despite the hectic season, contacts and potential respondents were able to be found through the pilot investigation and while brief, initial meetings explained researcher presence and research purpose, and contacts were asked if they would be willing to be a part of the larger data collection phase. Transparency and an effort for effective presentation of intentions was made to not only appropriately inform respondents, but to dissuade potential biases14 contacts and respondents may have had towards this researcher (Bryman, 2012). Those agreeing to be part of the study provided contact details or methods of how to locate them, for producers without mobile phones. This resulted with not only an initial contact database of possible respondents, but also in a feasible logistical layout for the larger research and data collection phase. The pilot also enabled the initial assessment of specific driver applicability, varying business models and the wider coffee market from which to develop methods and data collection tools.
3.3.4.2 Rwanda Data Collection (September, 2014 – March, 2015)
Rwanda data collection built from the initial contacts gained in the pilot phase, but occurred strategically, after the close of the coffee season15 with the conscious effort of providing respondents with opportunity and time to spend during interviews in less pressured environments. The logistical framework identified through the pilot aided in ordering area entry and additional respondent sourcing. Entering areas where research was conducted occurred either through invitation from sourced contacts or in new areas of entry, abiding by appropriate protocols, gaining community entry approval from local municipality offices prior to data collection, where possible. Targeted, as well as snowball sampling was used for smallholder producers through personal recommendations from other respondents.
14 Many respondents assumed I was an investor or buyer, which at times appeared to change attitudes if a clear
research purpose or intention was not understood.
Additionally, in order to get a wider range of respondents as well as the need to find respondents across a range of entrepreneurial-ness, respondent requests were made for interviews with smallholder producers with a large number of trees as well as those with a small number of trees16. In this way it was believed to be able to better source producers along different scales of business size and management with the hopes of finding a wider range of respondents17. Admittedly this may have pre-disposed some respondents, however it
was found that recommended respondents tended to be ‘model farmers’ or more senior community members within an area, thus making it difficult to obtain producers with varying degrees of business success, perspective and interest in coffee.
Processors and Exporters, largely based Kigali in the off-season were also found through targeted sampling, with some being traced following this researcher’s purchase of their coffee from local supermarket shelves in Kigali. Key informant interviews with government officials, industry leaders, lobbyists, technical specialists, NGOs, financial investors and expat owned exporting businesses were largely held in Kigali.
Methods and data collection tools underwent heavy testing and piloting prior to use in data collection. Through these testing phases, methods of delivery and explanation were improved, tools were advanced and ambiguous or confusing questions addressed. This ‘pre- data collection, tool-testing period’ also provided opportunity for the training of Rwandan Research Assistants18, accommodating additional issues discovered or perceived in method delivery; aiding in overall method, tool, and approach improvement.
3.3.4.3 Ethiopia Data Collection (March – June, 2015)
Given the comparative nature of this study, attempts for ensured continuity and similarity were made through data collection tools and explanations, as well as through community
16 Asking for specific land size proved difficult as specific measurements were largely unknown by respondents 17 Not all respondents reporting to have a large number of trees were considered to be entrepreneurs and not all
respondents with a small number of trees were considered as non-entrepreneurs.
18 Research Assistants were hired through a partnership with a Rwandan higher education initiative, Kepler
University, which is affiliated with the US universities, providing qualified students the opportunity to earn an Associates or Bachelors degree accredited through a US university. Partnership between this researcher and Kepler University allowed selected students to receive paid work experience as well as work placement credit towards their degree. All Research Assistants were students pursuing degrees in Business.
entry and respondent sourcing strategies. While a pilot research trip was not possible for Ethiopia due to time constraints and timing of the coffee season, similar strategies were used in regards to contact sourcing, method testing and data collection. The coffee season19 is typically earlier in Ethiopia than Rwanda and research timing occurred at the end of the season with the similar aim of working with respondents in less pressured environments. Contacts were initially sourced for Export and Processing businesses through the Ethiopian Commodity Exchange (ECX), with the majority of these businesses based in Addis Ababa. Discussions with Export and Processing businesses led to linkages with business partners and sourcing agents in targeted research areas who were able to provide introductions with, and contacts to, local area producers.
Again, targeted and snowball sampling techniques were used in finding respondents. Similar to Rwanda, in order to find a range of Smallholder Producers in regards to different business sizes, approaches and perceptions, respondent requests were made for interviews with producers with large numbers of trees as well as those with a small number of trees20. Methods and tools were also tested prior to data collection to ensure appropriate translation, Ethiopian Research Assistant training, and tool delivery to respondents. Picture 3.1, shows this researcher being taught
how to sort processed coffee beans and discovering she is not very good; much to the amusement of another woman sorter!
19 Ethiopia’s coffee harvest and processing season for red cherry is typically from January to April.
20 Again, respondents with relatively large number of trees were not automatically classified as an entrepreneur
and vice versa.
Picture 3.1. Learning to Sort Coffee at an Ethiopian Processing Station
The data collection phase for Ethiopia occurred during the build-up to and aftermath of National Elections (May 25, 2015). Respondents were recognizably hesitant in speaking with, or being perceived as providing information to ‘outsiders’. Admittedly, this made finding respondents willing to participate much more difficult and as such, a smaller sample size was gathered. It is also recognized that the greater degree of difficulty in community entry and ability to find respondents willing to participate may have limited the depth of information received in some cases.